February 23rd, 2007
Tell Scholastic: Stop Promoting Sexualized Dolls in Schoolsby SoHo Journal Staff
The American Psychological Association has just released an important report detailing the ways in which precocious sexuality is marketed to girls. Among the products singled out by the APA were Bratz – a line of highly sexualized dolls whose wardrobes include miniskirts, fishnet stockings, and bikinis – that are marketed to girls as young as four.
The best-selling Bratz are everywhere. They have their own television show and will be featured in a blockbuster movie this summer. They’re found on hundreds of products from sheets to lunch boxes to clothing. And thanks to Scholastic, Inc., Bratz are in even in our schools. Scholastic promotes Bratz through its book fairs and book clubs, selling titles such as Lil’ Bratz Dancin Divas; Lil’ Bratz Catwalk Cuties; and Lil’ Bratz Beauty Sleepover Bash to a captive audience of young students.Tell Scholastic: Stop Promoting Bratz in Schools.
Scholastic has a privileged place in schools because of their reputation as an educational publisher. But they are abusing that trust by promoting a brand that can undermine girls’ healthy development. Please take a moment to tell Scholastic to stop marketing precocious sexuality in schools.
To read the APA’s report, please visit http://www.apa.org/pi/wpo/sexualization.html.
Tired of the corporate marketing and media tie-ins at your schools book fair? Download a free copy of CCFC’s Guide to Commercial-Free Book Fairs.